Grove Collaborative
Facebook · Instagram · Audience Network · Video
The ad
Say goodbye to toxins! 👋 Make the switch to low-tox essentials screened by Grove for over 3,000 harmful ingredients.
Take 20% Off $75
Shop nowThe funnel behind it
Offer: 20% off at $75+ with code WELCOME
Funnel score
8-point CRO breakdown
How well the landing page behind the ad is built to convert, scored across 8 factors: offer, copy, speed, trust, mobile, message-match, CTA, and social proof.
This landing page has solid foundational elements (strong social proof, clear CTAs, mobile-responsive design, trust signals) but suffers from critical execution failures. The catastrophic PageSpeed score of 16 is the primary conversion killer—users will abandon before the page loads. Secondary issue: significant message mismatch between ad copy (toxin-free, health-focused) and landing page (generic bestsellers showcase). The page doesn't reinforce the ad's core value proposition about screening for harmful ingredients. The offer is clear in the banner, but the page doesn't create urgency or emotional resonance around the discount. Product-level social proof is excellent, but page-level trust signals (certifications, mission) are buried in the footer. Recommendation: Fix speed immediately (likely image optimization, lazy loading, code splitting), then restructure page hero to emphasize toxin-free/safety angle with prominent discount messaging.
What this funnel does right. Steal these.
- Mobile experience: Responsive design, readable text, touch-friendly buttons. Product grid adapts well. Search bar and navigation accessible. Minor: footer is lengthy but functional.
- Social proof: Strong social proof throughout: 20 bestseller products with star ratings (590-9589 reviews each), multiple 4.5+ star products, 'Subscribe & Earn More' badges on nearly every item. High review counts build credibility.
- Call to action: Multiple 'Add to Cart' CTAs in teal/green (high contrast, visible). Primary CTA is clear and action-oriented. However, no prominent 'Shop All' or discount-specific CTA that ties back to the ad offer.
- Trust signals: Grove Collaborative branding visible, B-Corp and Beyond Plastic certifications shown in footer, privacy/terms links present. 'Reduced Plastic Waste' badges on products. However, slow load time undermines trust perception.
- Offer clarity: Ad mentions '20% off at $75+' with code WELCOME clearly displayed in banner. Landing page reinforces this in green banner. Offer is clear but code visibility could be stronger on page.
Where it's weak
- Page speed: PageSpeed score of 16 is critically poor. Severe performance issues will cause high bounce rates, especially on mobile. This is a major conversion killer.
- Message match: Ad emphasizes 'low-tox essentials' and 'screened for 3,000+ harmful ingredients' but landing page shows bestsellers without highlighting toxin-free/safety angle. Page focuses on product variety rather than the health/safety messaging from ad.
Full breakdown
Multiple 'Add to Cart' CTAs in teal/green (high contrast, visible). Primary CTA is clear and action-oriented. However, no prominent 'Shop All' or discount-specific CTA that ties back to the ad offer.
PageSpeed score of 16 is critically poor. Severe performance issues will cause high bounce rates, especially on mobile. This is a major conversion killer.
Grove Collaborative branding visible, B-Corp and Beyond Plastic certifications shown in footer, privacy/terms links present. 'Reduced Plastic Waste' badges on products. However, slow load time undermines trust perception.
Responsive design, readable text, touch-friendly buttons. Product grid adapts well. Search bar and navigation accessible. Minor: footer is lengthy but functional.
Ad headline 'Take 20% Off $75' is direct but generic. Page headline 'Grove Co. Bestsellers' is descriptive but doesn't reinforce the discount urgency or emotional benefit from ad copy.
Strong social proof throughout: 20 bestseller products with star ratings (590-9589 reviews each), multiple 4.5+ star products, 'Subscribe & Earn More' badges on nearly every item. High review counts build credibility.
Ad emphasizes 'low-tox essentials' and 'screened for 3,000+ harmful ingredients' but landing page shows bestsellers without highlighting toxin-free/safety angle. Page focuses on product variety rather than the health/safety messaging from ad.
Ad mentions '20% off at $75+' with code WELCOME clearly displayed in banner. Landing page reinforces this in green banner. Offer is clear but code visibility could be stronger on page.
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17dVIDEOShop smarter with Green Rewards VIP
17dVIDEOUse WELCOME for 20% off your order $75+
17dVIDEOAfter some time away, the farmhouse needed a solid clean + restock! 🧹🧺 So grateful to @grovecollaborative for providing alll the home goodies a gal could want to keep her home running smoothly. I’ve been using Grove for my cleaning and home products since we moved to the country, they carry the natural niche brands that I can’t find easily in town. They carry Koala Eco, Mollys Suds, Dirty Labs, Beekeepers naturals, Innersense and Soo many more amazing brands! I love how they “pre vet” their inventory - it makes it easy to shop knowing over 3,000 harmful chemicals are banned from their site. No phalates, parabens, microplastics or synthetic fragrance here! Grove is offering y’all $25 off your order of $75 or more using my code “ROHINI25” - restock your home with ease using the link in my bio #ad
17dVIDEO20% Off Your First Order $75+
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